AI's Role in Online Shopping: Insights from Constructor-Shopify's Latest Report
In recent years, artificial intelligence has evolved from being a novelty in tech circles to a trusted companion in the realm of online shopping. According to a groundbreaking report by Constructor and Shopify, nearly half of online shoppers (45%) express no preference between human and AI-generated product recommendations. This insight not only highlights a remarkable shift in consumer behavior but also signals new opportunities for retailers to enhance their service offerings.
This report, part of their third annual State of Ecommerce study, surveyed over 1,500 consumers across the U.S., U.K., and Germany in August 2025. It sheds light on the changing landscape of ecommerce, influenced significantly by the integration of AI. In the past, AI was often pegged to mundane tasks like drafting emails or generating memes, but it has now become an integral part of the shopping experience.
As consumer adoption of generative AI tools rises, the data reflects a shift in attitudes towards AI's role in shopping. Nearly two-thirds of shoppers (64%) have utilized generative AI tools, showing an increase from 51% last year. Additionally, 58% of consumers feel comfortable using AI on retail platforms, a figure that marks a growth from 52% in 2024. The report paints a picture of shoppers who are not just accustomed to AI but are embracing its capabilities to assist in their purchasing decisions.
According to the report, confusion often reigns among shoppers when it comes to knowing what to purchase. Nearly 80% of shoppers reported uncertainty upon visiting a retail website. This uncertainty creates a perfect opportunity for AI shopping assistants to step in. A significant 60% of consumers indicated they would likely accept guidance from an AI tool to help navigate their shopping experience. This trend is particularly pronounced among younger demographics, including Gen Z and Millennials, who seem eager to engage with AI-driven shopping tools.
As consumer familiarity with AI expands, many are turning to algorithms for guidance in selection. Surprisingly, 26% of shoppers expressed a higher trust in algorithms, based on their browsing history, over social media influencers, who garnered only 18% trust. The insights also uncovered a notable generational divide: about 25% of Gen Z shoppers believe that AI is more capable of selecting a better gift than their partner, while this belief significantly drops to just 7% among Baby Boomers. Shoppers, as a whole, appear to find AI's capability to select outfits slightly more reliable than their partners.
The way shoppers discover products varies greatly across generations. TikTok has emerged as a powerful search platform with around 25% of shoppers initiating product searches there, particularly among 46% of Gen Z users. In contrast, Google still leads as the most common starting point for searches among 84% of consumers. Interestingly, retailer websites lag behind, with only 23% of shoppers commonly beginning their searches directly on these sites. This evolution underscores the need for retailers to craft engaging online experiences that capture and retain shopper interest.
Despite the rising acceptance of AI, shoppers reported significant frustrations regarding the search functions on retail websites. A staggering 68% of participants felt that the online search function required improvement, with 42% often having to reformulate their queries multiple times. Many reported feeling treated as strangers on familiar retail sites, receiving generic recommendations that did not resonate with their preferences.
These insights indicate a pressing need for retailers to refine their search features, as a lack of responsiveness can lead to poor customer experiences and diminished sales. Nearly half of the surveyed shoppers mentioned they would abandon a website if the search experience left them dissatisfied. Furthermore, 44% are likely to shift their purchases to competing retailers if they encounter search-related frustrations. These statistics spotlight the crucial intersection of AI and user experience in e-commerce, reinforcing the need for retailers to enhance their product discovery journeys.
The Constructor-Shopify report paints a vivid picture of how AI is becoming entrenched in the shopping habits of consumers, especially among younger demographics. As customers grow more comfortable with AI-driven experiences, retailers are encouraged to innovate and build trust by ensuring their technological solutions meet genuine needs. There is an opportunity for brands to seamlessly blend human insights with AI efficiency, ultimately improving the shopping journey for everyone involved. For a detailed look at the findings, the full report can be accessed at Constructor's website.
This report, part of their third annual State of Ecommerce study, surveyed over 1,500 consumers across the U.S., U.K., and Germany in August 2025. It sheds light on the changing landscape of ecommerce, influenced significantly by the integration of AI. In the past, AI was often pegged to mundane tasks like drafting emails or generating memes, but it has now become an integral part of the shopping experience.
Comfort with AI in Shopping
As consumer adoption of generative AI tools rises, the data reflects a shift in attitudes towards AI's role in shopping. Nearly two-thirds of shoppers (64%) have utilized generative AI tools, showing an increase from 51% last year. Additionally, 58% of consumers feel comfortable using AI on retail platforms, a figure that marks a growth from 52% in 2024. The report paints a picture of shoppers who are not just accustomed to AI but are embracing its capabilities to assist in their purchasing decisions.
The Role of AI Assistants
According to the report, confusion often reigns among shoppers when it comes to knowing what to purchase. Nearly 80% of shoppers reported uncertainty upon visiting a retail website. This uncertainty creates a perfect opportunity for AI shopping assistants to step in. A significant 60% of consumers indicated they would likely accept guidance from an AI tool to help navigate their shopping experience. This trend is particularly pronounced among younger demographics, including Gen Z and Millennials, who seem eager to engage with AI-driven shopping tools.
Trust in AI Recommendations
As consumer familiarity with AI expands, many are turning to algorithms for guidance in selection. Surprisingly, 26% of shoppers expressed a higher trust in algorithms, based on their browsing history, over social media influencers, who garnered only 18% trust. The insights also uncovered a notable generational divide: about 25% of Gen Z shoppers believe that AI is more capable of selecting a better gift than their partner, while this belief significantly drops to just 7% among Baby Boomers. Shoppers, as a whole, appear to find AI's capability to select outfits slightly more reliable than their partners.
The Impact of Social Media and Search
The way shoppers discover products varies greatly across generations. TikTok has emerged as a powerful search platform with around 25% of shoppers initiating product searches there, particularly among 46% of Gen Z users. In contrast, Google still leads as the most common starting point for searches among 84% of consumers. Interestingly, retailer websites lag behind, with only 23% of shoppers commonly beginning their searches directly on these sites. This evolution underscores the need for retailers to craft engaging online experiences that capture and retain shopper interest.
Pain Points in Online Search
Despite the rising acceptance of AI, shoppers reported significant frustrations regarding the search functions on retail websites. A staggering 68% of participants felt that the online search function required improvement, with 42% often having to reformulate their queries multiple times. Many reported feeling treated as strangers on familiar retail sites, receiving generic recommendations that did not resonate with their preferences.
The Implications of AI and Search Experience
These insights indicate a pressing need for retailers to refine their search features, as a lack of responsiveness can lead to poor customer experiences and diminished sales. Nearly half of the surveyed shoppers mentioned they would abandon a website if the search experience left them dissatisfied. Furthermore, 44% are likely to shift their purchases to competing retailers if they encounter search-related frustrations. These statistics spotlight the crucial intersection of AI and user experience in e-commerce, reinforcing the need for retailers to enhance their product discovery journeys.
Conclusion
The Constructor-Shopify report paints a vivid picture of how AI is becoming entrenched in the shopping habits of consumers, especially among younger demographics. As customers grow more comfortable with AI-driven experiences, retailers are encouraged to innovate and build trust by ensuring their technological solutions meet genuine needs. There is an opportunity for brands to seamlessly blend human insights with AI efficiency, ultimately improving the shopping journey for everyone involved. For a detailed look at the findings, the full report can be accessed at Constructor's website.
Topics Consumer Technology）
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